Landing pages are standalone web pages that are created specifically for marketing or advertising a specific product or service and are used in campaign strategies. The term “Landing Page” refers to a specific page visitors land on after clicking a call to action button either in an email, on social media or a specific place the landing page link is placed on.
The difference between a regular website and a landing page is that a regular website have many pages for visitors to view, many distractions on the homepage, a lot more web pages for potential customers to learn more about the business, its products, services etc, whereas a landing page is one page created with a specific goal in mind and are more goal oriented.
How Do Landing Pages Work?
Landing pages work when a potential client sees a call to action button somewhere, lets say facebook, they click the button and that button takes them to the specific landing page attached to that button.
The potential client, then reads briefly, decides to move ahead and fill out the form. Be it something such as a “free ebook“, “20% coupon” etc. That potential client has now been moved up from a visitor on your landing page to now a lead.
That information they provided is now stored in your database for future reference to send out promotions, etc to turn that lead into a paying customer.
What You Need Before Creating A Landing Page…
1. The Main Goal Of The Landing Page
You need to know what you want your visitors to do upon reaching your landing page. Do you want them to purchase something, leave their contact information by submitting a form, sign up for your company newsletter or download a freebie such as an ebook. Whatever the goal is, you need to know this to define your conversion.
2. Your Competition
Know who you’re competing against. Look at what their doing. Is it successful? If so, imitate what they’re doing, but do not copy, use it as examples to get your ideas flowing. Know that imitation is a sincere form of flattery, but copying is a form of plagiarism and it doesn’t look good on you or your business.
3. How Do You Want Visitors To Get On Your Landing Page
Where will you post your links or ads to get visitors to visit your landing page? Have you decided on which platform you want to advertise on? And if your planning on advertising on multiple social media platforms, are you designing multiple ads to send them to your landing page. Whatever the scenario, you need to create a landing page per campaign and then create multiple ads per platform to send visitors to your landing page.
4. Have Multiple Ads
Advertising platforms varies, and because they vary, its important to have multiple ads catered towards that specific platform. Why? Because your potential clients on LinkedIn are different from your potential clients on facebook or twitter. Every platform is different. So as an added bonus, its good to have mulitple ads catered towards specific platforms.
A Few Tips To Help With Creating A Landing Page...
- Make sure the Landing page is uncluttered, and the headlines are eye-catching
- Use the subheading to explain a little more about the offer and why they should get the offer.
- Keep the content short and straight to the point. Dont talk too much about you. Only provide as much info as needed without boring your visitor and remember, people love talking about themselves, so keep it about them, and less about you.
- Limit exit points on your landing page to keep your visitors scrolling down to where you want them to be. Afterall its a funnel, and we only want one exit point. Either they’re buying or leaving their information to get something for free or to sign up.
- Make it easy for your visitors to do exactly what you want them to do. You want them to click a button, make sure that button stands out. You want them to place an order, make sure they see that all the major options they can use to buy and that the landing page is 100% secure.
- Make the design, as flawless as possible and that all potential questions the visitor may have are answered without inspiring them to ask new ones.
- Make navigating through the website as easy and simple and that all required information is provided, and above all, limit popups between the visitor and the conversion. You want your visitors to move to the next level in one click.
- Only use high quality images that pop, colors that blend together and font sizes correctly.